PRODUCT PORTFOLIO

A product line is a collection of closely related goods produced by a single business. This
close resemblance is the result of a number of product characteristics, such as similar
functionality, target markets, marketing strategies, and price points. The collection of all
product lines and items that a business offers for sale is known as the product mix, also
known as the product portfolio. Each of these product lines has several sub-lines within it.
Following is an explanation of Reckitt Benckiser's marketing strategy's product mix and
strategy:

Reckitt Benckiser offers products in Fabric Care, Surface Care, Home Care, Health Care,
Personal Care, Food, and Pharmaceutical

Fabric Care – Blanca, Hydra Excel, Calfort, Calgon, Vanish, Spray n Wash, Woolite, Robin

Surface Care – Power clean, Espadol, Clean & Smooth, Lanolin, Cillit Bang, Lysol, Dettol,
Harpic

Home Care – Sprayfresh, Finish, Airwick, Mortein, Bom Ar, Pif Paf, Haze
Health Care – Strepsils, Trix, Mucinex, Benagol, Nurofen, Nureflex, Gaviscon, Airborne,
Neuriva, Move Free, Enfa, Nutrimigen

Personal Care – Cherry, Veet, Skincalm, Dettol, Sunbeam, Clearasil, Sagrotan

Food – French’s Mustard, Potato Sticks, Fried Onions, Redhot, Nuggets, Cattlemen’s

Pharmaceutical – Suboxone

- The first of the product mix decisions refers to the product mix width. The width is all
about the number of different product lines the company carries.

- The product mix length refers to the total number of items a company carries within
the product lines.
- The product mix depth. It refers to the number of versions offered for each product in
the product line.
 PRODUCT MIX AND PRODUCT LINES

Reckitt Benckiser is a multinational company and it always looking for increasing its
business. These product mix dimensions provide the handles for defining the company’s
Product strategy.

The company can increase its business in different ways:

- It can expand its product mix by adding new product lines. Thus, the company's new
lines build on the standing of its existing lines. Reckitt Benckiser successfully used
this specific tactic. Reckitt Benckiser initially focused on just three product
categories: health, hygiene, and nutrition. Now, it has expanded its portfolio of
product lines with a little differentiation and innovation. As a result, the portfolio has
expanded and become more diverse.

- It can expand its product mix by adding more variations of each product. Finally,
depending on whether the company wants to have a strong reputation in one particular
field or in a number of different fields, it can pursue more or less product line
consistency. The company has also deepened its product mix introducing products
like sanitizer, shaving cream, etc. under the same brand

In order to address some of the issues, Reckitt Benckiser has worked with various partners to
develop creative solutions. These brands all come in a wide variety of pack sizes. The
organisation creates relevant products by fusing the most recent scientific knowledge with
consumer needs.

We will now discuss the product mix and product lines of Reckitt Benckiser in brief:

1. Personal Care
Personal care product means any article intended to be rubbed, poured, sprinkled or sprayed
on, introduced into or otherwise applied to any personal thing or any part of the human body
for cleansing, beautifying, promoting attractiveness or altering the appearance, and any item
intended for use as a component of any such article.
The Personal Care products of Reckitt Benckiser include: Cherry, Veet, Skincalm, Dettol,
Sunbeam, Clearasil, Sagrotan.

The Length of this product line is 7. Reckitt Benckiser deals in seven personal care products.

The Width of is also 7. Reckitt Benckiser deals in 7 product lines of the same category in
terms of attributes, target customers and price range

The product mix strategy and the depth of products is discussed below:

- Cherry Blossom: This is a shoe polish and care brand under Reckitt Benckiser and is
famous worldwide. It originated in London and recently is rolling out a new
marketing campaign for its iconic shoe polish with a school girl as protagonist instead
of Charlie Chaplin. This product has a good depth and has approximately 20 varieties
in Shoe Polish, Gloss and Wax and around 36 varieties in Comfort Insole

- Veet: Veet is a Canadian brand of chemical depilatory products made by the British
company Reckitt. It was formerly known as Neet and Immac. Under this brand,
various variants of hair removal cream, lotions, gels, mousses, and wax strips are
produced and sold internationally. Recently, the company introduced hair removal
products specifically for men. With a total of 17 variations for hair removal cream,
wax strips, and Veet for men, this product is also quite deep.
- Skincalm: Skincalm Cream is used for Itchy skin rashes, Inflammation of the skin,
Insect bite reactions, Skin diseases, Inflammatory skin disorders, Pain, Swelling and
inflammation of skin, Hormonal conditions, Immune problems, Allergic reactions,
Arthritis and other conditions. Skincalm Cream may also be used for purposes not
listed in this medication guide. This product has no depth

- Dettol: Dettol is a cleaning disinfectant and antiseptic. It was introduced in 1932. It is

also a product with good depth. Dettol has been categorized into 8 different products
like Antiseptic liquid, Soap, Liquid hand wash, No touch liquid handwash, Bodywash,
Hand sanitizer, Shaving cream and Medical plaster

- Sunbeam: It is a special brand under Reckitt Benckiser and is basically a red shoe
polish. It has no depth

- Clearasil: Clearasil is an American brand of skin care and acne medication. For both
daily prevention and sometimes slow and rapid acne treatment, Clearasil offers a wide
 range of products. The products are marketed to customers worldwide. It has 16
different range of products for skin care.

- Sagrotan: Dettol is marketed in Germany as Sagrotan.

2. Homecare Products: Homecare products are basically the products which are used to
maintain the interior of a home or any commercial building, The homecare products
of Reckitt Benckiser are: Sprayfresh, Finish, Airwick, Mortein, Bom Ar, Pif Paf,
Haze.

The Length of this product line is 7. Reckitt Benckiser deals in seven Home care
products.

The Width of is also 7. Reckitt Benckiser deals in 7 product lines of the same
category in terms of attributes, target customers and price range.

The product mix strategy and the depth of products is discussed below:

- Finish: This Homecare brand deals in Detergents, Rinse aids, Dishwash Cleaners, and
booster agents. It has a total of 12 different variations in these segments.
- Airwick: Air Wick is an American brand of air freshener owned by the British
multinational company Reckitt. It is subdivided into 4 product types: Room Sprays,
Automatic Sprays, Life Scents Room Spray and Life Scents Automatic Sprays. There
are total 17 different products in all of these segments on the basis of collection and
fragrance.

- Mortein: Mortein is an Australian brand of household insecticide. Its products are

subdivided in Vaporizers, sprays and coils. It effectively markets its products on its
website by categorizing the insects and type of protection required. This product is
also quite deep with around 10 different variations till now.

- Pif Paf: Mortein is marketed as Pif Paf in South-East Asian nations.

 - Bom Ar: Air Wick is marketed as Bom Ar in European Nations.

- Haze: This air freshener brand was dropped by Reckitt Benckiser in 2002.

For product innovation, Reckitt Benckiser has a global R&D facility. The products are in
accordance with the necessary regulatory bodies, and clinical and scientific data demonstrates
their safety. As part of its marketing mix product strategy, they have also created cutting-edge
devices, packaging, and manufacturing techniques. Additionally, the plan is to take advantage
of the relatively new products' pricing advantages and new entrant advantage. Additionally,
they invest unequally in various power brands.
 BRAND NAMING AND BRAND ELEMENTS

1. Dettol

Dettol has designed its products broadly across many categories in order to offer the best
solution possible by understanding the needs of its customer base. Dettol has been divided
into 8 different categories as a result, including:

- Antiseptic liquid
- Soap
- Liquid hand wash
- No touch liquid handwash
- Bodywash
- Hand sanitizer
- Shaving cream and
- Medical plaster
Brand Naming:
Reckitt, formerly known as Reckitt Benckiser, initially chose to market the product under the
name PCMX because the term was a shortened version of parachlorometaxylenol. The
antimicrobial properties of Dettol come from this aromatic compound. To reflect the
product's history and medical rigour, the management decided to market the product under
the name "Dettol."

Brand Elements:
With the gradient green and the white sword representing a sense of growth and success
while also highlighting stability and trustworthiness, the logo came to represent the idea of
"trusted protection."

Dettol created a unique brand identity that we deeply associate with and trust. Some of the
brand’s taglines we know of and have heard often are “Help keep you and your family
healthy, whatever their stage of life” and “Be 100% Sure.” Not only does the tone of
marketing communication used by Dettol reflects surety in the products’ effectiveness, but it
also promises safety, well-being, and belongingness to its customers. Consumers recognize
the smell enough to refer to a medicinally clean room as ‘Dettol like smell’

Its amber-gold colour is the second distinguishing feature. The third is the "clouding" effect
that develops in water after it is added. The packaging for Dettol is distinctive in its own
right. Hospitals are frequently decorated in the green and white colours. The sword on the
packaging of every Dettol product represents the company's commitment to battling infection
and germs. The clouding effect and the sword have come to represent the brand over time and
have been cleverly incorporated into Dettol advertising.
 2. Harpic

Harpic is synonymous to the toilet cleaners. This solution is very effective for cleaning
toilet bowls and its surrounding areas.

Products:

Harpic is available in India as liquid cleaner Rim block and flushmatic products

Liquid Cleaners:

- Harpic power opti thick 200 ml

- Harpic Citrus arrow 500 ml/Ltr
- Harpic Power Plus Original 200/500/750ml/1Lfr • Harpic Power Plus Rose
500/750 ml
- Harpic Fresh Pine 500 ml/1 LI
- Harpic Fresh Floral Toilet Cleaner 500m)
- Harpic Ultra Power Toilet Cleaner 500ml • Harpic Plus Bleach 500 ml

Automatic Cleaners:

- Harpic Flushmatic Blue 100g

- Harpic Flushmatic Aquamarine Blue 50g
- Harpic Rushmatic Pine 50/100g
- Harpic Jasmine Toilet Rim Block 26g o Harpic Pine Toilet Rim Block 26g

The red variant: Harpic Bathroom cleaner has now also been introduced

Brand Naming:
Its name is derived from the first two letters of Harry Pickup's first and last names. Harry
Pickup, a former resident of North Yorkshire's Roscoe Street, created this toilet cleaner.
Harry was dealing with a difficult problem at the time and was in charge of several of
London's restrooms. The toilet bowls and rims were hygienically clean, but due to the hard
water in the area, limescale would accumulate and make them appear dirty. In the 1920s, this
particular toilet cleaner was introduced under the brand name Harpic.

Brand Elements- Points of Parity / Points of Difference

In India, all liquid toilet cleaner products come in tilted neck bottles. This is almost the
signature of the restroom cleaner. The packaging for Harpic "Ultra Power" has been
purposefully created to be comparable to Domex Zero Stain, the robust-looking toilet cleaner.

Harpic is available in different fragrances this move was initiated by Harpic set other
competitors are seen catching. Harpic offers a wide range of product quid tablet and clearing
accessories This makes Harpic look like a complete package for toilet cleaning. This remains
a quality unique to Harpic

In order to allow users to pour the solution on the deep corner of the toilet rims, the neck of
the Harpic Bottle is strategically bent. The neck's shape would improve the efficacy of the
treatment. As a result, it would be able to access areas of the toilet bowl that are out of your
normal reach. This bottle's design is ideal for Indian restrooms.
 3. Strepsils

The portfolio of Strepsils by Reckitt Benckiser includes a variety of lozenges for sore throats.
This brand, which is a market leader in the sore throat category, was purchased by the
company from Boots in 2005–2006. It remains India's third-ranked product for sore throats.

Brand Naming
The name of Strepsils comes from the streptococcus bacteria that causes certain types of sore
throat.

Brand Elements
The Strepsils logo is a great representative of its time. The Strepsils icon is a red and grey
circle, divided into two parts by a white letter S. It’s strict and modest, as the pharmaceutical
logo has to be, yet modern and recognizable all over the world. Its bold clean typeface
executed in black is complemented by a brand’s graphic icon.

The Strepsils logo combines geometric shapes without resting mobility or lightness, resulting
to be elegant and fresh. It represents a unity of a modern logo with a traditional one, due to its
classic yet bright colour scheme and it’s bold yet simple typeface.

The tagline of Strepsils is: Freeing you from the discomfort of a sore throat.

Imagery used:
 4. AirWick

The current Air Wick range includes the following products:

- Scented Oils
- Freshmatic Ultra
- Freshmatic Compact
- Scent Ribbons
- Scented Candles
- Flip and Fresh
- Life Scents Aerosol Sprays

The product strategy and mix in Air Wick marketing strategy can be explained as follows:
Air Wick is an air fresher brand having different fragrances. Air Wick is a home care product
in the fragrances category which has several variants, i.e., various types and flavours under it.
It has a wide offering in its marketing mix product portfolio.

Brand Naming:
A lawyer and inventor named Guy Sherman Paschal created the Airwick liquid air freshener
and room deodorizer. In order to market the good and create industrial applications for it, he
established the AirKem Company in 1940. In 1943, after being purchased by Reckitt
Benckiser, it was renamed AirWick.

Brand Elements:
The Air Wick Logo Colours with Hex & RGB Codes has 5 colours which are May Green,
Palm Leaf, Philippine Green, Gargoyle Gas, and Philippine Orange. This colour combination
was created by user Schemecolor. The Hex, RGB and CMYK codes are in the table below.

Its target group consists of urban and semi-urban households. The company has made people
perceive Air Wick which will transform your home to an environment which is happy and
joyous. Some of its taglines are:
- It's good to be home.
- The craft of fragrance.
- Something in the Air Wick.
- Air Wick. Home is in the air.
- Set it to the rhythm of your home. (Air Wick Freshmatic Automatic Sprays)
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